FOOD products from the bruneihalal brand are now being distributed in two major United Kingdom (UK) supermarket chains, the minister of energy and industry at the Prime Minister’s Office announced yesterday.

Tesco and 114 Asda stores across the UK are selling bruneihalal products.

According to the bruneihalal website, the products are also sold in at least 10 independent stores in Birmingham, UK.

During the launch of 25 bruneihalal products here, the minister said bruneihalal will not only be a household name in the sultanate, but is also a brand for the world to look up to as they are penetrating into the Southeast Asia, Europe and Middle East markets.

“What was once thought of as difficult or impossible to achieve, investments and international collaborations are having a notable impact.

“Previously our local brands, such as that of bruneihalal, had gained little consumer awareness, and the penetration of our local brand in the international market has been a long and difficult journey,” the minister added.

It has been nine years since His Majesty Sultan Haji Hassanal Bolkiah Mu’izzaddin Waddulah, the Sultan and Yang Di-Pertuan of Brunei Darussalam launched the bruneihalal brand to break into the multi-billion dollar global halal market.

Ghanim International Corporation, a wholly-owned government company, is behind the development, marketing and promotion of bruneihalal products across the world.

YB Pehin Dato Hj Mohd Yasmin said Ghanim’s UK facility is operating at a higher potential to deliver products across the UK.

Speaking to reporters, he said the government provided Ghanim a conducive environment for them to be innovative.

“The halal food industry is a big industry, and if we concentrate on it, it will be one of Brunei’s biggest industries.

“There are a lot of opportunities in this halal food industry along the value chain, such as marketing and even storage, logistics and distribution of the products,” he continued.

YB Pehin Dato Hj Mohd Yasmin said with the bruneihalal brand under Ghanim, Brunei will expect to see a full production line in the near future that will benefit its people and industries, as well as further spur investments in Brunei’s food sector.

“The potential for food processing in Brunei including domestic and foreign distribution of food can generate the in-country value that Brunei needs to diversify its economy,” he added.

Meanwhile, British High Commissioner to Brunei David Campbell said the bruneihalal brand is a good example of the sultanate using its strengths.

“In the UK, we have one of the most sophisticated supermarket networks in the world. It is brilliant news that bruneihalal is already getting their products into over 200 Tesco and Asda supermarkets.

“British supermarkets are very demanding about quality and therefore to reach into those supermarkets is excellent,” he added

The envoy said there is the opportunity for further expansion of bruneihalal products in the UK.

“The opportunities are so great, because it is not just about food but other areas as well. We are delighted there is such a strong partnership and that the operation is doing very well in the UK.”